Rocket Software

Rocket Software is a leading global developer of B2B software products and needed to re-launch its corporate website, RocketSoftware.com to match its shift in marketing and sales strategies. Partnering with Genuine, RocketSoftware.com was launched in Drupal to streamline the administrative experience of the site, allowing content owners to manage the presence for all of Rocket’s 15 product families, or brands, through a single interface.

As a leading global developer of B2B software products, Rocket Software underwent a shift in its marketing and sales strategies in 2013, including an overhaul of its corporate website, RocketSoftware.com. The business goals were two-fold. Firstly, Rocket needed to streamline the administrative experience of the site, allowing content owners to manage the presence for all of Rocket’s 14 product families, or brands, through a single interface. Secondly, the site needed to be more product-focused in order to help increase leads and improve cross-selling opportunities for its sales force.

Before the site re-launched, web presences for Rocket Software’s Product Families and Business Units were managed separately across multiple platforms and subdomains, each with its own look and feel. This created a complete disconnect between the products and the overall Rocket Software brand, and most importantly, with the customers.

Rocket Software partnered with Genuine and utilized Drupal as the site’s CMS to create a reimagined site experience that complements the sales teams’ efforts to realign its Product Families and Business Units under the overall Rocket Software Brand.

Why Drupal Was Chosen:

By selecting Drupal as the CMS to build RocketSoftware.com, Rocket Software was able to convey a more brand-focused image through better organization and consistent look and feel through all its Product Families. As mentioned above, the site saw a 50% boost in average time spent on site and a 30% increase in pageviews per visit, and most impactful- a lead conversion rate of 192% greater than industry average.

Key Modules, Theme, and Distribution Used:

Drupal Workbench

Why these Modules, Theme, and Distribution were Chosen:

Although not visible to site visitors, the Rocket Software Drupal instance makes excellent use of the Workbench suite of modules. The Drupal community may find this interesting because it shows the flexibility and customization that is possible when using Workbench.

By using Workbench, Rocket was able to allow its marketing team members of individual brands/product families to contribute content based on the site’s section, while allowing for the core web team to centralize content publishing responsibilities. This helped Rocket maintain consistent top-down branding throughout all areas of the site, and accommodated brand-specific language and messaging where appropriate. Workbench provides robust content workflow options for Drupal. Out of the box, Drupal provides a set of flags for content, such as whether it is published, belongs on the front page, or is sticky. These are simple on or off indicators. Either content is published or it isn’t, is sticky or it isn’t, is flagged for the front page or it isn’t, etc.

Organizations that use Drupal as their solution, these flags, and specifically the published flag, quickly become incomplete solutions. Organizations need to be able to control who is responsible for what content, draft new versions of content without it being published, and easily view these drafts as well as older versions of the content. Workbench provides all of these solutions through an intuitive mechanism for assigning content to sections, and these sections can be associated with specific roles and users within Drupal. Content moderation can also be split up into multiple roles, such as a role solely for editing content, a role solely for authoring content, and a role solely for moderating content (moving content between published and unpublished states). Workbench quickly converts Drupal into a robust content publishing platform well-equipped for diverse marketing teams such as those at Rocket.

The Drupal community may also be interested to know that the Rocket Software Drupal site uses taxonomies to divide and organize site content across 15 different brands, replacing the need for 15 different sub-sites.

Genuine is a full-service digital agency that works with leading brands and businesses to create fully interactive experiences across digital channels.
Built on the fault lines of the digital and social convergence, Genuine creates connected and engaged brands for users everywhere. We believe every brand deserves to be experienced. For more information, visit http://www.genuineinteractive.com.